TOP TRIGGER WORDS TO USE IN YOUR MARKETING

QUESTIONS TO ASK YOURSELF

1. What is their “nightmare” scenario? What is the situation that they fear on a deep, irrational level, that they would do almost anything to avoid? Can you describe it as if you were your prospective customer, in their words, from their perspective?

2. What is their “miracle” scenario? What is the fantasy situation that they would consider miraculous, and do almost anything to achieve? Can you describe it as if you were your prospective customer, in their words, from their perspective?

3. List the strongest “emotional hot button” words and phrases from the previous exercises .(List at least 10.)

4. Next, value each word or phrase above on a subjective scale (in other words, take your best guess) for the “Emotional Hot Button Value” of each word and phrase. Make the scale from 1-100–with 1 being very low emotional value and 100 being the highest emotional value. Just write a number next to each word or phrase, based on your guess. Notice the wide variation in values. As you use these different words and phrases in the future, think of them like money. You can use the ones that are worth $1 or you can use the ones that are worth $100!

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